[photopress:china_golf.jpg,full,alignright]The reason I am a failure in life is because I do not play golf. It has not been for lack of chances. Indeed, my house is very close to a golf course. But, sadly, my personality does not allow me to spend time walking around artificial hillocks hitting small white balls towards holes in the ground. However, for those who do play the game it is a major business asset. More deals are done on golf courses than, perhaps, are ever done in board rooms.
Sofitel, the upmarket hotel group which is part of the French based Accor, understands this and has signed a landmark agreement with the Asian Tour to become an Official Corporate Partner and the first Official Hotel Brand for the Tour.
The Asian Tour will have 27 events offering $27 million in total prize money. They will run through until December.
Sofitel will receive exposure by way of the Asian Tour’s commercial media platforms which includes the official website, http://www.asiantour.com, Asian Tour Weekly magazine show which is beamed on ESPN StarSports, and on-course branding opportunities. It has the added advantage that, unlike with other sports, the participants are not given to wrecking hotel rooms or upsetting guests.
Ray Stone, Accor Senior Vice President Sales & Marketing, Asia Pacific said: ‘We are delighted to forge this important new alliance with the Asian Tour. Sofitel and golf are a natural combination in Asia, especially in countries like Thailand, Vietnam and China where the brand enjoys a leadership position in the market.’
Sofitel is already heavily involved with golf in Europe, where the brand is a major partner of the Evian Masters in France. In addition, Sofitel Thalassa Miramar in Biarritz is a long-term sponsor of France’s oldest and most important amateur competition, the Biarritz Cup, first played in 1898. In 2006 it was renamed the Sofitel Biarritz Cup.
Sofitel also operates some hotels which are also golf clubs. In China these are the Sofitel Boa & BFA International Convention Centre Golf Club on Hainan Island, the 27-hole Gary Player designed golf course at Sofitel Zhongshan Golf and Resort Nanjing and Hill View Golf Club next to Sofitel Royal Lagoon.
Source: Bunker Shot
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